See other terms

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

multi brand strategy / multiple branding

A house of brands strategy targeting multiple marketing segments with multiple brands. Examples include Nestle, L'Oreal, Meta.

brand marketing

The strategy of developing and growing a relationship between a brand and its stakeholders over time. Objectives include encouraging preference, enhancing reputation and positively affectin...

mission, vision, values statements

These interconnected ideas are part of the Balanced Scorecard (BSC) methodology formally applied by many global organisations. In that context these statements clarify the organisation’s ai...

viral marketing

A type of marketing where products or promotions are rapidly shared among customers.

brand voice

The distinctive way a brand uses language to express its personality and build recognition. Brand voice guides how the brand sounds across websites, campaigns, social media, sales materials...